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This one-week school includes practical, hands-on labs that will allow you to work with learned concepts in real-world situations. This applied learning is a key benefit of participating and will provide skills and tools you can put to use immediately at your bank. The program’s curriculum features two core areas of study – the business of banking and effective technology management. Courses will cover topics in key areas such as these:

Business of Banking Curriculum

  • Introduction to the Business of Banking Learn how the bank grows your local economy.  By understanding the major components of a bank’s balance sheet, income statement and key performance ratios, attendees will be better prepared for strategic decision-making at the bank.
  • Risk Management This session also outlines the concept of enterprise risk management addressing how Sales & Marketing can play an integral role in overall risk management.  Attendees will discuss and be able to measure effects of the Federal Reserve’s Risk Assessment Factors: credit risk, market risk, liquidity risk, operational/legal risk, and regulatory/reputation risk.
  • Bank Profitability Analysis Learning how to quickly obtain and use public data, attendees will come away with a clear understanding of the main components that affect bank profitability and how to measure performance. You’ll explore management’s focus on certain ratios and their effect on Sales & Marketing.
  • Competitor Analysis Attendees will learn how to look up a competitor, create a custom peer group for comparison, and review individual branch performance.

Sales & Marketing Curriculum

  • Sales & Marketing Planning – process, research, segmentation, customer profiling
  • Sales Management & Coaching
  • Performance Metrics & Goal Setting
  • Customer Information Management – onboarding, reboarding, CRM, data mining
  • Sales & Relationship Building Skills
  • Sales & Marketing Budgeting and ROI
  • Content Marketing – digital, email, websites, video, blogs, social media
  • Acquisition Strategies – prospecting, networking, referrals, centers of influence
  • Staff Development & Employee Engagement – recruiting, compensation, rewards, recognition, skills testing, staff retention

Application Sessions

  • The Sales & Marketing School includes opportunities to apply information learned to the student’s bank
  • Group discussions are included to give student’s additional opportunities for networking and exchanging ideas
  • Given the strong lineup of highly successful and highly rated faculty, individual opportunities for interaction with faculty will be available to aid student’s in the sales and marketing planning process and incorporating content learned into their bank’s primary sales/marketing situations and goals.